Waitrose vs Warburtons:Which is more popular by branded search?
In August 2026, Waitrose had more branded searches than Warburtons among crumpets worldwide. Waitrose was estimated to have 1.2M branded searches compared to Warburtons’ 12.1K, and held a 10.7% Share of Search versus Warburtons’ 0.11%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Waitrose or Warburtons?
Compare the crumpets shoppers choose between. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Waitrose, Warburtons. The figures are in the table below the chart.
View monthly share of search table
| Month | Sainsbury's | Waitrose | Genius | Warburtons | Hovis | Kingsmill |
|---|---|---|---|---|---|---|
| Oct 2025 | 76.9% | 12.6% | 10.3% | 0.1% | 0.06% | 0.02% |
| Nov 2025 | 74.9% | 15% | 10% | 0.1% | 0.04% | 0.02% |
| Dec 2025 | 77.3% | 15.6% | 7% | 0.07% | 0.04% | 0.02% |
| Jan 2026 | 76.9% | 12.6% | 10.3% | 0.12% | 0.06% | 0.02% |
| Feb 2026 | 74.8% | 15% | 10% | 0.15% | 0.05% | 0.02% |
| Mar 2026 | 76.9% | 12.6% | 10.3% | 0.12% | 0.06% | 0.02% |
| Apr 2026 | 78.8% | 10.5% | 10.5% | 0.1% | 0.05% | 0.02% |
| May 2026 | 78.8% | 10.5% | 10.5% | 0.1% | 0.05% | 0.02% |
| Jun 2026 | 80.3% | 10.7% | 8.8% | 0.11% | 0.05% | 0.03% |
| Jul 2026 | 80.3% | 10.7% | 8.8% | 0.09% | 0.05% | 0.02% |
| Aug 2026 | 80.3% | 10.7% | 8.8% | 0.11% | 0.05% | 0.03% |
| Sep 2026 | — | — | — | — | — | — |
How has the Waitrose and Warburtons comparison changed over the last 12 months?
3 findings
- Waitrose was ahead of Warburtons in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Waitrose’s estimated Share of Search among crumpets worldwide moved from 12.6% to 10.7%, and its estimated monthly branded searches moved from 1.5M to 1.2M.
- Across the 11 months ending August 2026, Warburtons’ estimated Share of Search among crumpets worldwide moved from 0.1% to 0.11%, and its estimated monthly branded searches held steady at 12.1K.
How did search popularity change for crumpets worldwide in August 2026?
1 change
Estimated monthly branded searches for Waitrose worldwide fell 18.7% over 11 measured months, from 1.5M to 1.2M in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Waitrose’s and Warburtons’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Waitrose
1 branded search term
- waitrose
Warburtons
1 branded search term
- warburtons bread
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.